Pengaruh Sales Promotion terhadap Keputusan Pembelian pada CV. Fuji Mebel Sukamantri Ciamis
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May 28, 2023
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Abstract
Menggambarkan secara Empiris tentang sales promotion, keputusan pembelian dan besarnya pengaruh sales promotion terhadap keputusan pembelian pada CV. Fuji Mebel Sukamantri Ciamis adalah tujuan dari penelitian ini. Deskriptif kuantitatif adalah metode yang digunakan. Populasi dalam penelitian ini adalah pelanggan CV. Fuji mebel sebanyak 330 orang, dengan sampel 77 orang menggunakan Rumus Slovin. Teknik sampling menggunakan sampling incidental. Data yang digunakan primer dan sekunder. Alat analisis menggunakan regresi linear sederhana. Hasil penelitian ini menunjukan bahwa sales promotion dan keputusan pembelian di CV. Fuji Mebel sudah baik. Variabel sales promotion berpengaruh kepada keputusan pembelian di CV. Fuji Mebel sebesar 90,5% sisanya 9,5% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
LPPM Politeknik Piksi Ganesha Indonesia
How to Cite
Makarim, S. A., & Bambang Kurnia Nugraha. (2023). Pengaruh Sales Promotion terhadap Keputusan Pembelian pada CV. Fuji Mebel Sukamantri Ciamis. Jurnal E-Bis, 7(1), 209-222. https://doi.org/10.37339/e-bis.v7i1.1044
References
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Lee, S. (2002). The effectiveness of promotional tools on consumer buying behavior in Korea. Journal of Retailing and Consumer Services, 9(1), 15–24.
Lestari, V. I. (2017). Pengaruh etika bisnis Islam terhadap customer retention pada PT.BNI Syariah cabang Palembang. UIN RADEN FATAH PALEMBANG.
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Nwankwo, S. , & Ibeh, K. (2007). The influence of sales promotion on consumer behavior in a financial service industry. Journal of Financial Services Marketing, 11(2), 151–162.
Prasad, S. , & Devi, M. (2013). Effect of Sales Promotion on Consumer Buying Behavior in FMCG Sector. International Journal of Marketing, Financial Services & Management Research, 2(1), 28–35.
Putra, R. V., Machasin, & Nas, S. (2021). Pengaruh sales promotion, personal selling dan advertising terhadap keputusan pembelian produk buku terbitan CV. As Salam di kota Pekanbaru. Jurnal Ekonomi Kiat, 32(1), 57–65.
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Velmurugan, G. , & Krishnaveni, R. (2015). The Impact of Sales Promotion on Consumer Buying Behavior in Selected Shopping Malls in Coimbatore City. International Journal of Research in Commerce and Management, 6(1), 16–20.
Widyastuti, S. (2017). Manajemen komunikasi pemasaran terpadu: Solusi menembus hati pelanggan. FEBUP Press.
Wirakanda, G. G., & Pardosi, A. S. (2020). Pengaruh sales promotion terhadap keputusan pembelian: Studi kasus di blibli.com. Jurnal Bisnis Dan Pemasaran, 10(1), 1–11.
Wosik, J. , & Błażejewski, J. (2016). The Influence of Sales Promotion on Consumer Behaviour in Retail Industry. Management, 20(1), 178–192.
Anggraeni, W. C., Ningtiyas, W. P., & Alimah, N. M. (2021). Kebijakan pemerintah dalam pemberdayaan UMKM di masa pandemi Covid-19 di Indonesia. Journal of Government and Politics, 3(1), 47–65.
Bari, A. , & Akbar, M. M. (2019). The Influence of Trends on Consumer Purchase Intention: A Study on Millennials in Bangladesh. Journal of Business and Retail Management Research, 13(4), 168–176.
Basmar, E., Purba, B., Damanik, D., Sipayung, A. R., & Hutabarat, M. (2021). Ekonomi bisnis Indonesia (A. Karim, Ed.). Yayasan Kita Menulis.
Chrismardani, Y. (2014). Komunikasi pemasaran terpadu: Implementasi untuk UMKM. Jurnal NeO-Bis, 8(2), 176–189. https://doi.org/https://doi.org/10.21107/nbs.v8i2.472.g442
Creswell, J. C. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publication.
Fuadi, D. S., Akhyadi, A. S., & Saripah, I. (2021). Systematic review: Strategi pemberdayaan pelaku UMKM menuju ekonomi digital melalui aksi sosial. Diklus: Jurnal Pendidikan Luar Sekolah, 5(1), 1–13. https://doi.org/10.21831/diklus.v5i1.37122
Gupta, S. , & Arora, A. (2018). Impact of Sales Promotion on Buying Decision of Customers: A Study of Retail Sector. Journal of Business Management and Social Sciences Research, 7(3), 23–29.
Kolifah, S., Maduwinarti, A., & Nasution, U. C. (2020). Pengaruh brand image dan sales promotion terhadap keputusan pembelian menggunakan aplikasi OVO di Royal Plaza Surabaya. Jurnal Dinamika Administrasi Bisnis, 6(1), 1–10. https://doi.org/https://doi.org/10.30996/jdab.v6i1.4061
Kotler, P., & Keller, K. L. (2015). Manajemen pemasaran (14th ed., Vol. 2). Erlangga.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Kwon, K. N. , & Yoon, C. H. (2017). The effect of sales promotion types and consumer traits on impulse buying behavior. Journal of Distribution Science, 15(9), 29–40.
Lee, S. (2002). The effectiveness of promotional tools on consumer buying behavior in Korea. Journal of Retailing and Consumer Services, 9(1), 15–24.
Lestari, V. I. (2017). Pengaruh etika bisnis Islam terhadap customer retention pada PT.BNI Syariah cabang Palembang. UIN RADEN FATAH PALEMBANG.
Malik, R. S., & Hamied, F. A. (2016). Research methods : A guide for first time researchers (2nd ed.). UPI Press.
Malthouse, E. C. , & Blattberg, R. C. (2005). Can Sales Promotions Impact Brand Equity? Journal of Marketing, 69(1), 23–42.
Nwankwo, S. , & Ibeh, K. (2007). The influence of sales promotion on consumer behavior in a financial service industry. Journal of Financial Services Marketing, 11(2), 151–162.
Prasad, S. , & Devi, M. (2013). Effect of Sales Promotion on Consumer Buying Behavior in FMCG Sector. International Journal of Marketing, Financial Services & Management Research, 2(1), 28–35.
Putra, R. V., Machasin, & Nas, S. (2021). Pengaruh sales promotion, personal selling dan advertising terhadap keputusan pembelian produk buku terbitan CV. As Salam di kota Pekanbaru. Jurnal Ekonomi Kiat, 32(1), 57–65.
Sargeant, A. , & West, D. C. (2001). The marketing book. Routledge.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson Prentice Hall.
Suci, R. Y. (2017). Perkembangan UMKM (usaha mikro kecil dan menengah) di indonesia. Jurnal Ilmiah Cano Economos, 6(1), 1–8.
Sugiyono. (2018). Metode penelitian kuantitatif. Alfabeta.
Sunyoto, D. (2015). Dasar-dasar manajemen pemasaran (3rd ed.). PT. Buku Seru.
Tjiptono, F. (2017). Strategi pemasaran (4th ed.). Andi Press.
Velmurugan, G. , & Krishnaveni, R. (2015). The Impact of Sales Promotion on Consumer Buying Behavior in Selected Shopping Malls in Coimbatore City. International Journal of Research in Commerce and Management, 6(1), 16–20.
Widyastuti, S. (2017). Manajemen komunikasi pemasaran terpadu: Solusi menembus hati pelanggan. FEBUP Press.
Wirakanda, G. G., & Pardosi, A. S. (2020). Pengaruh sales promotion terhadap keputusan pembelian: Studi kasus di blibli.com. Jurnal Bisnis Dan Pemasaran, 10(1), 1–11.
Wosik, J. , & Błażejewski, J. (2016). The Influence of Sales Promotion on Consumer Behaviour in Retail Industry. Management, 20(1), 178–192.